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Destination Benchmarking
Destination Benchmarking is a national scheme which measures and compares the performance of tourist destinations across the UK.
The aim is to encourage continuous improvement to meet best practice standards
As well as UK-wide comparisons, the benchmarking scheme also allows specific comparisons to be made with similar destination types or between those within the same region.
The programme measures compares visitor satisfaction on a range of indicators covering all aspects of places to visit, accommodation, places to eat and drink, parking, tourist information and overall satisfaction. The results can highlight areas of good practise and emphasise where improvement is needed;
- as evidence for financial support both internally and externally
- to provide clear focus and intelligence led decision making
- to support best value reviews
- to generate positive PR coverage in areas of good performance
- to respond to customer complaints/areas of dissatisfaction
- to inform tourism strategies
In recent years, a number of destinations in Yorkshire have taken part in the scheme, including historic towns, cities, seaside resorts and market towns.
To find out more, you can read about the Kirklees Market Towns benchmarking case study.
“The results were really positive and extremely useful, identifying not just areas that we perform well in, but also areas that we could improve upon, and our competitors. We’re using this report to inform our visitor strategy and marketing activity; and perhaps most importantly, to help us to lobby for and inform investment in each destination.”
Jess Newbould, Senior Tourism Officer, Kirklees Council
You can take part in the National Destination Benchmarking Programme.
For more information, please email us (marketintelligence@yorkshire.com) or call our team on 0113 322 3512.